Zomato Reinvents Its Storytelling with Shah Rukh Khan's 'Fuel Your Hustle' Campaign
- Zomato shifts from humorous ads to a purpose-driven campaign, Fuel Your Hustle, featuring Shah Rukh Khan as its new brand ambassador.
- The campaign celebrates hard work and perseverance, aligning with Zomato’s vision of supporting people’s daily journeys through food.
- Shah Rukh Khan will feature across multiple platforms, reinforcing Zomato’s move towards aspirational and broader storytelling beyond just food delivery.
Zomato, known for its sharp wit and quirky advertising, has taken a bold new direction with its latest campaign, Fuel Your Hustle. Marking a shift from its typical humour and food-centric visuals, the campaign delivers a cinematic, purpose-led narrative celebrating the quiet determination behind success.
Featuring Bollywood superstar Shah Rukh Khan alongside musical maestro AR Rahman, boxing champion Mary Kom, and cricketing star Jasprit Bumrah, the campaign highlights perseverance and hard work rather than just food delivery. With this move, Zomato officially announced Shah Rukh Khan as its new brand ambassador.
“Shah Rukh Khan embodies the spirit of hard work and consistency, which perfectly aligns with Zomato’s commitment to supporting people’s daily journeys through food”, said Sahibjeet Singh Sawhney, Marketing Head at Zomato. He added, “His journey from humble beginnings to global icon is a powerful reminder of grit and persistence no shortcuts, just relentless progress”.
Zomato founder Deepinder Goyal described the campaign not merely as an advertisement but as a 'belief', positioning the brand as a silent partner in the everyday hustle of millions, whether they are entrepreneurs, professionals, or everyday food lovers.
The campaign has sparked discussions in marketing circles, with some dubbing it 'the most un-Zomato ad' for its departure from the brand’s usual style. Critics questioned if the ‘hustle’ theme connects closely enough with a food-tech platform’s core. However, many view it as a natural evolution, aiming to broaden Zomato’s appeal beyond urban youth and transactional services toward aspirational storytelling.
Shah Rukh Khan expressed enthusiasm for the partnership, saying, “Zomato’s journey of hustle, innovation, and connecting people with great food resonates deeply with me. I am thrilled to join a brand that has become a household name across India”.
Khan will feature prominently across Zomato’s television, digital, print, and outdoor marketing platforms, reinforcing the brand’s fresh narrative centered on perseverance and passion.
